Sony will also be introducing and displaying three new in-dash A/V entertainment centers.

"2010 was a great year all around for Sony Mobile, and we look forward to continued success throughout 2011," said Mike Kahn, director of the mobile electronics business at Sony Electronics. "With exciting technology demonstrations, great-looking show cars and some compelling new products, we're really flexing our muscles within the 12-volt industry."

Pump up the Technology

The centerpiece of the Sony Mobile exhibit is a prototype of a full OEM integration audio system.

Designed for consumers looking to enhance their in-car audio experience without altering any internal framework, this OEM integration system includes four components - an iPod cradle, digital sound processing (DSP) box and both an amplifier and subwoofer. Professional installation will grant customers full integrated iPod connectivity, digitally enhanced audio and a premium sound environment. The system features pre-programmed sound staging settings based on car type (truck, sedan, SUV, etc), eliminating the need to tweak or fine-tune audio settings to match a specific car.

Further, the Sony mobile booth will also be showcasing prototypes of in-dash Blu-ray™ Disc technology and head units with Pandora® link music streaming.

Sony's Blu-ray demonstration will feature an in-dash Blu-ray Disc player component that is currently in development and will be incorporated into the next generation of A/V head units. The prototype at CES marks the first time Sony has ever shown Blu-ray compatibility in the car.

The Pandora link streaming demo will be showcasing full wireless compatibility for Sony's head units with Pandora Internet Radio, allowing the user to control all of Pandora's unique features. With this technology, users will be able to like / dislike songs, skip track, switch stations and more, all directly through the Bluetooth-connected car stereo. The technology is unique in the industry as it's compatible with iPhone, Android and Blackberry phones.

Home Theater in the Car

Sony will also be introducing and displaying three competitively priced new A/V Centers featuring flexible connectivity and some of the brightest and best-quality screens in market today.

The new XAV-72BT model features a 7-inch screen with full touch capability, a rear USB input for simple connection to iPod, iPhone and other digital music players, as well as full Bluetooth compatibility. Additionally, the A/V center features a stylish graphical user interface (GUI) that includes large, easy-touch buttons, simple setting menus, and a music playback screen that displays all song metadata and album artwork. The new model is compatible with DVD, CD and VCD formats and can also playback iPod video.

On the audio front, the new XAV-72BT A/V center Sony's unique SensMe™ music software, which utilizes 12-tone analysis technology to create custom music playlists and personal radio channels from a connected music library. Additionally, the Advanced Sound Engine (ASE) and Dynamic Reality Amp utilize several of Sony's modern audio technologies to create a premium in-car sound environment.

With the same feel as the higher-end unit, Sony's new XAV-62 BT and XAV-622 A/V Centers both feature a 6.1 inch high-quality WVGA screen. Each model also features the user-friendly GUI, SensMe custom music and moods channels and have a front USB-1 input for simple connection to digital media players. The XAV-62BT unit features full Bluetooth connectivity.

The XAV-72BT, XAV-62BT and XAV-622 A/V Centers will all be available this April for about $650, $500 and $450, respectively, online at www.sony.com/mobileAV as well throughout the Sony authorized dealer network nationwide.

Custom Cars with Attitude

Additionally, Sony will be displaying two fully loaded custom-built vehicles, each with its own distinct style.

Reinforcing the great relationship that Sony and Ford share from the OEM side of the business, there will be a brand new custom 2011 Ford Mustang on display. Built and designed by celebrity car customizer Funkmaster Flex for hip hop icon Snoop Dog, the 2011 Mustang features a full Sony A/V system.

Also on display will be a fully customized 2011 Scion Tc featuring Sony audio. Designed by James Lin, a leading builder in the aftermarket industry, the car was one of the most popular attractions at the 2010 SEMA show.

The Sony Mobile Electronics booth will be located in the North Hall of the Las Vegas Convention Center, CES booth number 815.